Spotify is officially changing the game for music fans in the US and Canada. After extensive testing in international markets, the company has begun rolling out its highly anticipated music video feature to Premium subscribers in North America. By the end of December, all Premium users in both countries will have access to a limited but growing catalog of official music videos, including hits from artists like Ariana Grande, Addison Rae, and Tyler Childers. This launch marks Spotify’s first major market expansion outside of the beta phase, signaling a significant escalation in its strategy to become a dominant force in the audiovisual streaming world.
The Strategic Push for Video Content
This move is more than just a new feature; it’s a direct challenge to competitors like YouTube, which currently dominates music video streaming. Spotify is confident the feature will boost engagement. Charlie Hellman, Head of Music at Spotify, noted, “Music videos are often the moment when an artist’s world really clicks for a listener — when the song and the visuals come together and turn a stream into fandom.” He added that bringing this content to Premium users will drive a “richer discovery experience” and provide “additional revenue for publishers and songwriters.” To enable this major launch, Spotify has spent the last year securing crucial licensing deals with all three major music companies—Universal Music Group, Sony Music, and Warner Music Group—as well as direct deals with companies like BMG and Kobalt.
Building a Comprehensive Audiovisual Ecosystem
The music video rollout is just one part of Spotify’s aggressive and expanding video content strategy. The company has already seen great success with video podcasts, reporting that over 390 million users have streamed them, with time spent on video content more than doubling year-over-year. To further cement its position, Spotify recently partnered with Netflix to bring full video versions of popular podcasts from Spotify Studios and The Ringer, such as The Bill Simmons Podcast, to both platforms in early 2026. Furthermore, artists can upload their own videos through collaborations with partners like DistroKid. As Spotify’s Chief Business Officer, Alex Norström, stated, this growth in video consumption is fueling the platform’s overall success.
For US and Canadian Premium subscribers, the new music video feature is now available, joining other video formats like ‘Clips’ and full-length video podcasts. While enjoying this enriched content, users should note that the expansion comes amid reports, cited by the Financial Times, that Spotify plans to raise its Premium prices in the US as soon as the first quarter of 2026. Ultimately, this move into music videos solidifies Spotify’s position as a truly multifaceted media platform, using visual content to deepen fan connections and drive the future of digital music consumption.
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